‘Challenges come up mostly during the execution phase’

Marketing is no child’s play. But it isn’t rocket science either. In his book,

author Adit Chouhan gives a step by step guide to planning any marketing campaign – be it for television, for outdoors, for social media etc.

Chouhan, a marketing coach and digital marketer, explains the challenges for any campaign, the importance of planning before launching and more. many during the boardroom planning phase. They occur mostly during the Execution phase.

And, generally, that’s due to lack of experience or exposure of the junior marketing staff that is asked to execute those plans. For example, you cannot copy a print ad as it is on a billboard. Billboards have 2-5 seconds of visibility unlike longer visibility of a print ad. it needs to be adapted well for each media vehicle. Each media vehicle (TV, Radio, Print, Digital, Events, Activations ) has its own strengths and its own limitations. It’s a marketer’s job to understand those and play it smartly. For example, a TV campaign will be trying to tell a story to your users and its reach will totally depend on the channel, the time of the day and the first 3-5 seconds of your video ad. On the other hand, your print ad will try to attract a reader’s attention with the use of headline, image, colours and ad placement. Negotiations, data analytics and bills management are the non-glamourous parts of a marketer’s job and have their own importance and impact on his / her performance. One of the marketer’s KRAS is the amount of money he has saved from the allocated annual marketing budget. And, that is only possible via negotiations and by being open to explore new vendors.